In this landmark discussion from NRF 2025, we lay out our theory of commerce's next evolutionary leap: the necessary fusion of human and artificial intelligence in digital spaces. As today's retailers hastily construct separate domains for silicon and carbon-based shoppers, we explore why this well-intentioned bifurcation may be precisely the wrong approach. From Salesforce's stumbling first steps with Agent Force to NVIDIA's more integrated vision, we examine how commerce might pioneer a symbiotic digital future. PLUS: Our 2025 journal, LORE, makes its debut!
Key Narratives:
The Evolution of Digital Agency: Tracing the path from simple chatbots to truly agentic AI, and why the distinction matters.
Biological Precedent as Digital Prophecy: How the coexistence of early human species might inform our approach to human-AI integration.
The Attention Arbitrage: Why AI agents represent not just tools, but extensions of human cognitive capacity.
Beyond the ‘Agentic Ghetto’: The case for unified digital architectures that serve both silicon and carbon-based users.
The Memory Migration: How technology has already transformed human cognition, from oral histories to cloud storage.
Essential Quotes:
{00:23:00} "When we've talked about agents and bots and how you're gonna have your own assistance, we're talking about consumers... [The industry is] thinking about it from a very different angle than the people that are trying to sell the software right now." - Brian
{00:25:31} "This is kind of like homo sapien and Neanderthal having to coexist... one advanced form and one less advanced form actually having functional tools and functional societies and functional coexistence together." - Phillip
{00:28:55} "Written language allowed us to move from having to memorize things and be able to recall them from ourselves to having them available to quote. We actually exported our brains into books." - Brian
{00:31:44} "The last thing we want on planet earth is to create a non-visual [space] in the ether for it to go purchase that isn't a thing that a human could actually go... The functional web needs to stay functional for humans and for bots to coexist in." - Phillip
The Future Commerce Perspective:
This episode challenges conventional wisdom about AI integration, suggesting that our current trajectory toward segregated experiences misses a crucial evolutionary opportunity. Through the lens of NRF 2025's innovations and stumbles, we explore how commerce might pioneer a more symbiotic digital future—one where the distinction between human and artificial intelligence becomes not a wall, but a bridge.
